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1. (Nomological network)
(Network of knowledge)
(Network of ideas)

3. (Nomological network)
(Network of knowledge)
(Network of ideas)
What is
the role of x in y
How does x affect y
process?
?
How does x occur y process?
Examples

4. (Nomological network)
(Network of knowledge)
(Network of ideas)
How does x affect
A variance model
y ?

5. (Nomological network)
(Network of knowledge)
(Network of ideas)
How does x affect
A variance model
y ?

6. (Nomological network)
(Network of knowledge)
(Network of ideas)
How does x affect
A variance model
y ?

7. (Nomological network)
(Network of knowledge)
(Network of ideas)
What is
the role of x in y
How does x affect y
process?
?
A process model
How does x occur y process?

8. (Nomological network)
(Network of knowledge)
(Network of ideas)
A process model
Process
y1 y2 y3
What is
the role of x in y process?

9. (Nomological network)
(Network of knowledge)
(Network of ideas)
A process model
Example 1
x
y2a y3a
What is
the role of x in y process?
y1a

10. (Nomological network)
(Network of knowledge)
(Network of ideas)
A process model
Example 1
≠x
y2a y3a
What is
the role of x in y process?
y1a
y2b y3b
y1b

11. (Nomological network)
(Network of knowledge)
(Network of ideas)
A process model
Example 2
y1 y2 y3
What is
the role of x in y process?

12. (Nomological network)
(Network of knowledge)
(Network of ideas)
A process model
Example 2
y1 y2 y3
What is
the role of x in y process?
x
“x occurs here”

13. (Nomological network)
(Network of knowledge)
(Network of ideas)
What is a nomological
network?

14. (Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
What is a nomological
network?

15. (Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
What is a nomological
network?
Detailed example

16. Attractiveness/
Desirability of that
product to a customer
Gen Z Purchase
Gen Z rating
+
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Construct
(Idea)
Theoretical
relationship
Positively correlated
Variable
Metric
Sustainability of
product
Construct
(Idea)
% of production
materials recycled
Variable
Metric
Relative carbon
footprint to competitor
Variable
Metric
Operationalization

17. Attractiveness/
Desirability of that
product to a customer
Gen Z Purchase
Gen Z rating
+
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Construct
(Idea)
Theoretical
relationship
Positively correlated
Variable
Metric
Sustainability of
product
Construct
(Idea)
% of production
materials recycled
Variable
Metric
Relative carbon
footprint to competitor
Variable
Metric
Operationalization
(Theoretical framework)
Conceptual framework

18. How does x affect
A variance model
y ?
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows

19. How does x affect
A variance model
y ?
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Some people say x leads to y

20. How does z affect
A variance model
y ?
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Some people say x leads to y
Some people say z leads to y

21. How does z affect
A variance model
y ?
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Some people say x leads to y
Some people say z leads to y
Scholars
We don’t know
Therefore this dissertation seeks to
understand: How does xxx affect y?

22. Attractiveness/
Desirability of that
product to a customer
+
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Construct
(Idea)
Theoretical
relationship
Positively correlated
Sustainability of
product
Construct
(Idea)
(Theoretical framework)
Conceptual framework

23. Attractiveness/
Desirability of that
product to a customer
Gen Z Purchase
Gen Z rating
+
(Nomological network)
(Network of knowledge)
(Network of ideas)
Boxes and arrows
Construct
(Idea)
Theoretical
relationship
Positively correlated
Variable
Metric
Sustainability of
product
Construct
(Idea)
% of production
materials recycled
Variable
Metric
(Theoretical framework)
Conceptual framework
Relative carbon
footprint
Variable
Metric
Operationalization

24. +
Nomological network
Network of knowledge
Network of ideas
Boxes and arrows
Construct
Idea
Relationship
correlated
Variable
Metric
Entrepreneurship
(communities)
Construct
Idea
Variable
Metric
Conceptual framework

25. “Entrepreneurial ecosystem”
Founding event
Entrepreneurial
activity
“Entrepreneurial actors”
“Entrepreneurial ecosystem”
Factors
Macro environment
- Employment opportunities
- Environmental stability
- Regulation
- Stage of development
Process/practices
Funding
Intervention time
(based on stage of
dev.)

26. “Entrepreneurial ecosystem”
Entrepreneurial Ecosystems (EE)s consists of all the
interdependent actors and factors
Motivated entrepreneurs Mentors
Demand (market)

27. Appendix

28. Attractiveness
Desirability
Gen Z Purchase
Gen Z rating
+
Nomological network
Network of knowledge
Network of ideas
Boxes and arrows
Construct
Idea
Relationship
Positively correlated
Variable
Metric
Ecological
Sustainability
Construct
Idea
% of materials that are
organic
Variable
Metric
Conceptual framework

29. Attractiveness
Desirability
Gen Z Purchase
Gen Z rating
+
Nomological network
Network of knowledge
Network of ideas
Boxes and arrows
Construct
Idea
Relationship
Positively correlated
Variable
Metric
Social Sustainability
Construct
Idea
% of materials that are
fair trade
Variable
Metric
Conceptual framework

30. Luxury good Gen Z likelihood of
buying it
Marketing around
sustainability
B

31. Sustainability Gen Z Purchase
H1. Holding all attributes equal, the more sustainable a piece is, the more likely a Gen Z customer will purchase
it.
+
Nomological net

32. Cell phones in
circulation Obesity
Cell phones
in circulation
# of obese
people

33. Cell phones in
circulation Obesity
Cell phones
in circulation
# of obese
people

34. Cell phones in
circulation Obesity
Cell phones
in circulation
Technology
development
Spurious
Obese ppl
Industrial
production of
food

35. Insight #1: Gen Z cares
about sustainability
Geography as a
boundary
condition
Income level
as a
boundary
condition

36. Sustainability + + +
“Face 1”
Comfort +
Wearables +
Sustainability + +
“Face 2”
Comfort
Wearables

37. Sustainability +
+ +
“Face 1”
Comfort +
Tech +
Sustainability + +
“Face 2”
Comfort + +
Tech +++

38. Low end hippies
Sustainable tecchies
Empty space

39. In-person
look/style/design
In-person
recognizability
Feel
Comfort and
durability +
Utility +
Social features
Wearing
online
Photogenic/Instagram
recognizability
Eg handmade
Purchasing
experience
Online
Shop
experience
Pics or it didn’t happen
– documentation/social
media
Caught in 4k
Cash/credit/cr
ypto
Sales
assistance
(VR/real)
Delicateness
Ironing/machi
ne washable

40. Luxury retail
components
Production
How was it made?
Feel/us
age
Social features
Purchasing
experience
xxx
New luxury retail
product components
Production
Feel/us
age
Social features
Purchasing
experience

41. Luxury retail
components (xxx)
OLD
How was it made?
NEW
How was it made?
How was it made
by?
↑ Sustainable
Ethical production:
env. , labor
(sweatshop)
↑↑↑ Durability
↑↑↑ sturdiness
“considered an
investment for the
long-term,
potentially multiple
generations, utility is
key”
Production
Feel/us
age
Social features
Purchasing
experience
↑ Durability
↑ sturdiness
“considered
vintage, status
symbol”

42. Cleaner production
methods (technology)
Traditional luxury retail
components
- Production
- Purchasing
experience
- Use
- Social features
New luxury retail
components
- Transparent/sustain
able production
- Virtually supported
purchasing
experience
- Increased ease of
use
- Expanded social
features (online)
Widespread
documentation online
(social media) (xxx)
Increased
consciousness about
the environment
Lifestyle changes
(relaxed standards for
women and men)
Increased use by
consumers of social
media (expansion of
the public square)

43. Luxury trends in the
past Luxury good
Gen Z tastes
sustainability comfort
Holding all attributes equal, the more sustainable a piece is, the more likely
a Gen Z customer will purchase it.
• Source D
• My BMP
• Source A
• Source B
• Source C

44. Gen Z preferences New Luxury

45. New Luxury Gen Z
Targeting
How are they doing it?

46. Luxury trends in the
past
Luxury trends in the
future
Gen Z tastes
sustainability comfort
Holding all attributes equal, the more sustainable a piece is, the more likely
a Gen Z customer will purchase it.
• Source D
• My BMP
• Source A
• Source B
• Source C

47. Luxury trends in the
past
Luxury trends in the
future
Gen Z tastes
sustainability comfort
Holding all attributes equal, the more sustainable a piece is, the more likely
a Gen Z customer will purchase it.
• Source D
• Source A
• Source A
• Source B
• Source C
• Source D

48. (Campo et al., 2019)
Luxury brand
management
Greater brand
recognition
New designs